Herbert Adams use frozen pie relaunch to celebrate 109 years of business

Posted by Jack Cain on 28th May 2018

The 109-year-old Australian pie brand Herbert Adams has officially turned tradition on its head with prominent gourmands being supportive of its regionally-made gourmet wine pies campaign.

The Herbert Adams brand (owned by ASX listed Patties ltd) is drawing on regionally made ingredients and experience to deploy a national TV, print and outdoor campaign that launches June 2018.

Herbert Adams’ frozen pie relaunch roll-out begins with a wine infusions range of three pies with the liquor sourced from the Swan Hill region.

“With winter here and the convenience of eating at home becoming stronger, we are seeing the premium quality pie category growing rapidly. Herbert Adams’ new pie flavours and packaging are a result of listening to our consumers about the simple at-home pleasures like a glass of red wine at dinner,” said Patties Foods GM of Marketing & Innovation, Anand Surujpal.

The Herbert Adams rebrand includes a complete logo and packaging overhaul with an abundance of premium party and single-serve pie and pastry flavours – each exemplifying A Herbert Adams’ “pie-oneering spirit.’’

The pie range leading the relaunch is Herbert Adams’ wine infusions range with wine sourced from the Swan Hill region. The new packaging includes tempting side-dish recipes including a warm potato salad with dill, and an apple, rocket and walnut salad.

The company said the chefs’ exercise was a real-life example of how “the new Herbert Adams’ mission to redefine how Aussies consume pies at home,” by encouraging consumers to “bake differently” with the “challenge to craft inspiring yet simple side pairings that don’t take too long.

The new pie choices consist of;

  • Slow-cooked beef with shiraz and cracked pepper (RRP: $6.50 x2 pack)
  • Slow-cooked beef with Portobello mushroom and merlot (RRP: $6.50 x2 pack)
  • Slow-cooked beef with caramelised onion cabernet sauvignon (RRP: $6.50 x2 pack)


Patties Foods’ Herbert Adams pastries and pies are found all across Australia. The pies are ‘still made locally, baked fresh and snapped frozen’ with ‘flour, eggs and meat all from regional Australia.’

Herbert Adams’ new wine infusions range of three pies rolls-out across all major retail outlets including Coles, Woolworths and Independent Supermarkets.